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You spent years creating a valuable email list that gets Kim Johnson to opt in. Then, you craft an amazing email that inspires Kim Johnson to click to the landing page, where your marketing prowess is again on display, and Kim Johnson adds your product to her cart. And then… And then… Nothing. But why? And, what can you do to avoid this scenario as much as possible?

Well, at least you’re not alone – 88% of consumers have abandoned an online shopping cart without completing their transaction, according to a Forrester study. While you cannot eliminate cart abandonment, and many factors are out of your control (some customers just weren’t ready to purchase), you do have the ability to reduce abandonment.